Apple’s iPhone 18 event could take place on September 9, with pre-orders rumored for September 10

Apple is likely to unveil its next-generation iPhone lineup on Wednesday, September 9, according to Bloomberg’s Mark Gurman, who says that date is now the most likely based on Apple’s usual launch schedule and this year’s Labor Day holiday.

In a post on X, Gurman said Apple’s keynote would most likely take place on either Tuesday, September 8, or Wednesday, September 9. However, because Labor Day falls on Monday, September 7 this year, Apple may opt for September 9 to give members of the media and company employees an extra day to travel before the event.

Gurman also suggested that Apple could open pre-orders on Thursday, September 10. Responding to a user on X who questioned whether pre-orders would begin on September 11, Gurman replied, “They could do them on Sept. 10.” While Apple has traditionally opened pre-orders on Fridays, this year’s calendar could result in a different schedule if the keynote is held on a Wednesday. Apple has not officially confirmed any event dates.

The September event is expected to be one of Apple’s biggest in years. Based on previous reporting, Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, iPhone Air, and its first foldable iPhone, which some reports have referred to as the iPhone Ultra. While there have been conflicting reports about exactly when the foldable model will ship, it is widely expected to make its debut alongside the rest of Apple’s flagship lineup.

Notably absent from the expected September event is the standard iPhone 18. Apple is widely rumored to be changing its iPhone release strategy, with the regular iPhone 18 and iPhone 18e instead expected to launch in spring 2027. The move would split the iPhone lineup into two annual release windows, allowing Apple’s premium models to take center stage during the holiday shopping season before the more affordable models arrive several months later.